Gems allows you to profile and understand your market and the customer segments within it in a manner not previously possible. It enables not only more strategic and targeted engagement with your customers but also unparalleled insights into who your customers are, where they are and how best to reach them.

How Gems is different

Gems cover every individual in Australia and are attributed to individuals, not households

Segmentation starts with psychographic attributes and focusing on the consumer mindset, not just basic demographics

Recognises the population diversity and allocates Gems to individuals and households, as opposed to a one size fits all approach.

Meet the 49 Gems, and get to know their behaviours, attitudes, purchasing preferences and media consumption habits.